SirDavis

As Content Strategist for SirDavis, Beyoncé Knowles-Carter’s whisky brand under Moët Hennessy, I led CRM content direction to support the brand’s global debut. This was a milestone launch for the Maison and a rare opportunity to help shape a brand’s voice and customer experience from the ground up.

Building An Iconic Brand With An Iconic Founder

Idea

We positioned CRM as a primary brand channel—not just for communication, but for building community and driving early conversion. The welcome journey needed to establish voice, educate the audience, and lay the groundwork for long-term loyalty.

Approach

In close partnership with the brand and CRM teams, I shaped the messaging framework for the launch and welcome series—ensuring every touchpoint reflected the brand’s tone, values, and ambition. The content was crafted to feel elevated yet approachable, and designed to seamlessly connect with e-commerce, social, and campaign touchpoints.

Impact

Within two months, the subscriber base grew to over 50K, attracting an audience with strong purchase intent and aligning closely with the brand’s target profile. Email engagement exceeded internal benchmarks and outperformed sister brands across the Moët Hennessy portfolio. The tone and structure we built remains central to the brand’s evolving CRM strategy.

Sherril H., Content Creative Director, Moët Hennessy

“Having known Ryan for over a decade, initially as colleagues at LVMH, and later as a strategic partner at Moët Hennessy, I've seen his ability to translate brand vision into impactful communication strategies, significantly helping transform brands like Hennessy and Veuve Clicquot. His collaborative approach and strategic vision helped reimagine consumer connections online and at retail.”

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